George enjoys video gaming. He seems to know everything there is to know about the
various gaming systems on the market and the newest, hottest games. George not only
plays video games but he also runs his own Internet blog about video games, and he has
started a video club in neighborhood. George is most clearly:
a. high in situational involvement
b. a market maven
c. a creator of brand chaos
d. a connector
e. a strong variety seeker
All of the following countries are considered low-context countries, where societal
communication typically gives explicit direction and leave little room for ambiguity,
with the exception of:
a. Switzerland
b. Germany
c. Scandinavian countries
d. United States
e. All of the above are examples of countries that tend to be low-context.
Adding a similar but inferior decoy product to a product line increases the attractiveness
of the other products. This is known as the:
a. part-list cuing
b. price-quality heuristic
c. attraction effect
d. compromise effect
e. anchoring-and-adjustment heuristic
In attitude-based choice, choice is based on overall evaluations of brands.
a. True
b. False
Directional motivation is also known as wishful thinking.
a. True
b. False
The Johnson and Johnson Company needed to find a way to effectively improve
teamwork in their product research division. One technique they used to generate
cohesion was by having employees wear orange on Fridays. From a social influence
perspective, this tactic was an example of:
a. automaticity
b. reciprocity
c. authority
d. liking
e. None of the above is correct.
Markus is trying to decide what type of movie to rent tonight. He has narrowed his
choices down to the categories of comedies and action. This process of narrowing down
choices into manageable subsets is kuown as:
a. a cluster frontier
b. a non-compensatory process
c. extended problem solving
d. intrinsic variety seeking
e. acompensatory process
What is the population growth rate in the industrial stage?
a. 0%
b. 15%
c. 20%
d. 50%
Flattery often enhances a person’s liking even when we realize we are being ingratiated.
a. True
b. False
Consumers must be motivated to follow the central route to persuasion.
a. True
b. False
______involves giving non-humans human-like traits.
a. Brand personification
b. Brand anthropomorphism
c. Brand dimensionality
d. Brand diversification
e. Brand extension
When it comes to marketing globally based on income levels, marketers must
remember that low income does not necessarily mean poverty.
a. True
b. False
Expert sources are more effective when the message is simple, but attractive sources are
more effective when the message is complex.
a. True
b. False
“Losses loom larger than gains.” What concept explains this statement?
a. Diminishing sensitivity
b. Transitivity
c. Loss aversion
d. Preference reversal
e. Risk aversion
George was examining a sweater at a department store. When he considered the color in
terms of what his male friends might say, he decided he didn’t like it. But then, his
girlfriend walked up beside him and said he would look good in the sweater. Suddenly,
the sweater was more appealing. George is experiencing:
a. loss aversion
b. risk invariance
c. the endowment effect
d. preference reversal
e. the sunk cost effect
A means-end chain combines three levels of a consumer’s product knowledge to form a
sequential network of meaning. The three levels of a consumer’s product knowledge
include all of the following except:
a. Results
b. Values
c. Consequences
d. Attributes
e. All of the above are included.
Define the steps in the “divide and conquer” process described in your readings.
Provide a marketing example of an imbalanced triad. According to balance theory, how
could a marketer benefit from this?
Briefly describe the dissonance-reduction model of satisfaction.
Explain the difference between ascribed and achieved status.
What is the difference between attitude-based choice and attribute-based choice?
Explain the concept of social mobility and why it is important for marketers.
How can “less be better?”
Discuss the advantages of product placement.
List the four major types of attitudes according to attitude function theory and provide
an example of how marketers could use one of the functions.
Define search goods, experience goods, and credence goods, and provide an example
for each.